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What Is Next In Content Marketing

As consumer expectations for content quality soars to new heights, the desire for useful content over blatant sales pitches is transforming the way technology marketers think in regards to interactive content, customer engagement and website optimization for lead generation. 

Content marketing technology will move, with demand, towards end-to-end platforms that enable collaborative, integrated content creation, management and distribution, and for the foreseeable future video will lead the way.

Rise of content discovery aggregators like brax to help manage content campaigns from multiple companies within the same platform and the programmatic buying of content marketing by increasingly sophisticated marketers.

The future of marketing is in creating movements based on stories. Brands that succeed will turn their slogans into an editorial thesis and become experts in social distribution.

Common reliable customer data will enable machine learning based intelligent recommendations, guiding marketing and sales to deliver relevant content to the right customer at the right time, via the right channels.

The mobile + online video combination will drive a massive increase in real-time audiovisual content which will be transmitted through platforms such as Facebook Live, Periscope and Snapchat.

The perspective of a product user is significantly more compelling than canned marketing messages. The shift towards advocate marketing will drive authentic, trustworthy content to help brands create impactful strategies.

Rise of automatic, google-friendly robotic content creation by tools with similar technology as in chatbots (machine learning content generation).

Content marketing technology will continue to facilitate more personalized and interactive content as a strong emphasis is placed on the relevancy and engagement level of each piece of content.

As Content Marketing continues to build link credibility and help position in competitive spaces we believe more content marketing tech will come out. However, there is no easy process or sure fire way as building relationships are more important than easy tech processes or solutions.

In the next few quarters, skills for pinpointing target distribution, and the ability to understand analytics are going to be increasingly critical qualities in order to thrive in today’s technical marketing environment.

Video will be a key driver for content marketing growth. With a focus on quality, 3-5 minute guides can be distributed across multiple platforms.

People recognise the value of content marketing but can’t generate quality content quickly enough. I see a trend moving towards the adoption of technologies/ platforms that can streamline these processes.

The future lies in automation. We’re already heading in that direction in other fields and content marketing is no different. I expect analytics and promotion to be hit the hardest!

Content platforms will continue to refine their algorithms, making it even more difficult to obtain significant organic reach, which means organic efforts need to be highly focused and valuable to have impact.

Video will dominate and rise above all other content marketing outlets, especially with the evolution of live-streaming.

As Content Marketing becomes more crowded, viewers will continue to lean on trusted data rather than opinion and conjecture.

Snapchat will continue to grow its presence, particularly with older demographic. Marketers and corporations will take Instagram more seriously.

With the adoption of live streaming from companies like Facebook I expect live content to explode in the coming months. Most of these videos will be streamed in vertical format.

The future of Content Marketing is Interactive Content that helps users solve problems. Lead gen must play second fiddle to being truly and inherently useful.

People stop buying content and companies realize their customers need to hear their voice. They learn that content marketing is about a genuine desire to help customers make better decisions.

We are living in a mobile, post-cookie world. Marketers must begin to make more effective use of cross-device, probabilistic tracking technologies like audio beacons and sniffers to target consumers.

Online platforms will continue blocking content from viewers using adblocker software. Whether users retaliate by abandoning these sites to get their content fix elsewhere, we’ll have to wait and see.

Content Marketing will focus on long-read articles and make a major shift to video. Video is simple, because it already fits both mobile and the desktop. A natural location for great content.